dslreports logo
 story category
A&E Study Claims Consumers OK With Disabled Fast Forwarding

A new study by Media Science paid for by A&E networks insists that most customers actually are ok with having the ability to fast-forward disabled. Not too surprisingly, the study found that when advertisement fast-forwarding is disabled, users were more likely to recall the contents of the advertisement. More surprisingly, the study (a copy of which I've yet to actually find released to the public) insists that users actually don't mind having their ability to fast-forward through ads removed.

Click for full size
TV viewers were monitored for their biometric (electrodermal) response during viewing sessions, while cameras monitored participant faces for facial muscle movement. Surveys were also applied before and after the viewing sessions.

Viewer recall of ads jumped 50% when fast-forwarding was disabled. However, the study found there was "no reduction to either program enjoyment, entertainment or engagement" when users couldn't bypass ads.

“Until now, there has been a lot of uncertainty about the potential tradeoffs associated with fast forward disabling," A&E VP Julya Fridman insists. "Now, with the benefit of this research, we’re confident that it represents a win-win proposition for advertisers, programmers and distributors alike."

Note this is specifically related to video on demand (VOD) viewing, not the ability to fast-forward all DVR-stored content. You'll recall that Dish's Hopper DVR, which automatically skipped ads, resulted in broadcasters suing the company. Dish has since ad to disable ad-skipping for some content just to get broadband streaming rights for their looming over the top video service.

Most recommended from 81 comments


decifal7
join:2007-03-10
Bon Aqua, TN

4 recommendations

decifal7

Member

nope

Sorry, but when they disable my fast forward on my dvr, i'll be disconnecting the whole damn thing and setting it outside for the fed ex guy to pickup... That will be the last of it. I am getting sick and tired of these jerks making up fake studies to present to whoever that people feel they way they claim.. If the entertainment industry keeps up the crap, i'll just stop watching tv or movies all together. It would in fact be better for me anyways
biochemistry
Premium Member
join:2003-05-09
92361

3 recommendations

biochemistry

Premium Member

Tired of commercials

Too many inappropriate commercials on tv these days. Nothing I want my kids to see and a lot of stuff I shouldn't see. Have dropped cable for commercial free netflix and amazon prime. I do have sunday ticket online but stick to commercial free red zone channel when my kid is around. When I had cable, I mostly watched commercial free premium networks or shows I had recorded to dvr and could ffw through.

newview
Ex .. Ex .. Exactly
Premium Member
join:2001-10-01
Parsonsburg, MD

3 recommendations

newview

Premium Member

Creating an unintentional response

Yeah ... I always recall the advertisement ... and the mental note I made at the time to NEVER buy the product advertised. When advertisers go to extreme measures to shove their product in my face and down my throat, they are essentially creating a backlash of negative enforcement.